Changes underway in the households landscape demonstrate the unmistakable impact of urbanisation, ageing populations and shifting attitudes to personal fulfilment. New priorities are emerging as solo living gains international prevalence and the 60+ demographic grows in influence, while economic turbulence takes its toll. This report examines the factors reshaping where and how we live, and considers the implications for strategy planning.
Delivery
This report comes in PPT.
Key findings
Economic uncertainty weighs on the outlook for households
A cautious spending mindset means consumers are already thinking twice about big-ticket household purchases. Ongoing geopolitical and trade tensions pose the risk of interest rate rises and resurging inflation, which would likely affect the location and type of properties people buy. Even the concern about future financial security may influence these major life decisions.
Urbanisation shapes all aspects of consumer life
Urban areas will become home to over 70% of global households by 2040, with emerging markets in the Asia Pacific the Middle East and Africa undergoing the fastest rates of change. Urban-centric strategies are therefore paramount for governments and businesses, from green building practices for resilience and quality of life, to on-demand delivery services suited to city living.
Solo living: Interpreting who, where and why
Single person households are set to account for over a quarter of global households by 2040. Evolving cultural norms and attitudes to personal fulfilment mean more people feel comfortable living alone. The implications are far-reaching, crossing multiple aspects of consumer life - from the durable goods people buy, to the areas they live in, and how and where they socialise.
Inclusion, independence, and fun are key to unlocking the 60+ opportunity
The 60+ age segment is taking on an increasingly prominent head of household role and tends to benefit from greater financial security and more leisure time than younger generations. Combined with rising digital connectivity among mature adults, that shift means brands across sectors are rethinking how they define and target their core audience.
Engagement strategies are reassessed in the smartphone age
Smartphones will overshadow other digital devices as possession rates reach near-total coverage in the next 15 years. Enhanced by AI, the result is a mobile-first approach to product research, purchase and brand interaction. The disruptive force of social media holds pros and cons for brands - greater reputational risks, but also potential for more authentic, collaborative outreach.
Our expert’s view of Households in 2025
Key findings
Demographic, economic and lifestyle shifts to reshape household structure
Top five trends in Households
Top five trends uncovered
Drivers of consumer markets and impact on Households
Urbanisation: Pros and cons for a world in flux
Singapore: Acknowledging urban sustainability as an essential for people and planet
Household structure in 2024: The state of play
Solo living: Changing cultural norms allow new living arrangements
People, place and purpose: Community spaces become essential infrastructure
Financial resilience of the 60+ segment gains strategic significance
Digital engagement among mature adults unlocks new outreach possibilities
A cautious consumer mindset is embedded for the long term
A playful take on affordability in IKEA’s “Start the Car” advert
Housing affordability crisis adds to the squeeze on spending
A backdrop of turmoil as economic volatility holds sway
Household growth: All eyes on Asia Pacific
Strategies shift in the smartphone era
Demand for refrigerators heats up: Dual fronts to growth in Asia Pacific
Smaller families, bigger demands: Personalisation targets modern parental spend
Subscription services can unlock value for parents and manufacturers
Navigating the highs and lows of the outlook for households
Opportunities for growth
Our expert’s view of Households to 2040
Number of households
Average household size
Average number of children per household
Urban households
Average size of urban household
Rural households
Households by type: Single person
Households by type: Couple with children
Households by type: Couple without children
Households by type: Single-parent family
Housing completions
Households with electricity
Possession of household durables
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!